Fashion has transcended its roots in mere fabric and threads, evolving into a space where each stitch narrates a tale and every design conveys a message. Within this context, “Rekana” emerges as the quintessential Afro-modernist Nigeria fashion brand of our time. Seamlessly blending African heritage with contemporary aesthetics, Rekana skillfully navigates the intricate intersections of culture, identity, and style.
Rekana, founded in March 2018, has, in the short time championed sustainability and individuality with each new collection. Their designs have been worn by some of Africa’s most notable figures, including Chimamanda Adichie, Nengi from BBNaija, Omawunmi, Simi, Kate Henshaw, Chioma Akpotha, Idia Aisien, and WAJE.
In September 2023, Rekana achieved a major milestone by debuting at New York Fashion Week, following the successful launch of the Rainy Resort 2022 collection and the short film, “Children of God.” The collection, featuring nineteen distinct pieces in the alluring mix of yellow and white hue, weaves individual stories into a harmonious whole, exemplifying Rekana’s dedication to sustainability through the use of eco-friendly hand-dyed fabrics produced with low-impact materials.
Photo Courtesy Models wears Rekana’s Children of God collection during the Jersey City Day of Fashion event in New Jersey, September 6, 2023.
It’s a fact that not many fashion brands successfully strike a harmonious balance between tradition and modernity. This is precisely why Fashion Police Nigeria, with its discerning and fashion-savvy perspective, has chosen to cast a spotlight on Rekana’s distinctive position in the Nigerian fashion industry.
In an exclusive interview, we had the privilege of conversing with the brand’s founder, Sharon Ojong, to gain deeper insights into what the Rekana Brand embodies and the potential it holds for the future of fashion.
FPN: Can you give us a brief history of how, when, and why you launched Rekana?
Sharon: I’ve harbored a deep passion for fashion since my early years, spending countless hours playing dress-up, trying my hand at modeling during high school, and jotting down personal style notes in my diary.
I would often curate content about my fashion adventures and even found joy in styling my friends long before I fully grasped what it meant to be a stylist. In 2018, I took the plunge and launched Rekana, recognizing that it was the perfect moment to transform my skills and creativity into a business. With Rekana, my mission is to tell meaningful stories through fashion.
FPN: What inspires the “afro-modernist” nature of your brand collections at Rekana?
Sharon: We draw inspiration from ancient patterns and timeless African styles from history, seamlessly blending them with contemporary influences. At Rekana, we are deeply passionate about encouraging creativity, self-expression, and embracing your unique style. Our mission is to empower you to live authentically, without limitations—a true expression of Afro-modernism.
FPN: Your collections have a vibrant theme. Is there a story or cultural influence behind that?
Sharon: Our designs are rooted in the rich tapestry of Nigerian culture, drawing from traditional elements, personal narratives, and a contemporary interpretation of African fashion.
Photo Courtesy Model wears Rekana’s Children of God collection during the Jersey City Day of Fashion event in New Jersey, September 6, 2023.
FPN: Rekana was recently featured in Fashion Week. What significance does this hold for you and the future of your brand?
Sharon: Following the debut of our “Children Of God” collection at New York Fashion Week in September 2023, we have received an overwhelming response from fashion enthusiasts and advocates of sustainability alike.
This collection, which combines eco-friendly hand-dyed fabrics with compelling storytelling, has resonated with a global audience. Notably, our fashion film, “Children of God,” received acclaim at esteemed international film festivals, including the First Time Filmmaker Sessions @ Pinewood Studios and the Vancouver Black Independent Film Festival. These accolades reinforce our commitment to using art as a medium to address pressing issues while promoting sustainable fashion.
FPN: We’ve noticed that the Rekana brand is currently on pause on Instagram. Could you share with us the reason behind this hiatus?
Sharon: I recently relocated from Nigeria due to personal reasons. This significant life change, coupled with our vision to expand and elevate, prompted us to temporarily pause our business operations. Our production studio remains in Lagos, Nigeria.
We remain steadfast in our commitment to affordable, signature ethical fashion. Our core values revolve around sustainability, inclusivity, equality, collaboration, community empowerment, economic growth, and creativity. We continue to source and produce locally in Nigeria.
FPN: What’s your opinion on the current landscape of African fashion representation globally, based on your personal experiences?
Sharon: African fashion is thriving. I’ve dedicated over a decade to this industry, and I can confidently say that we are finally receiving the recognition and appreciation we deserve.
The world has yet to fully grasp the immense cultural influences from this continent, but slowly and surely, we are claiming our place on the global stage. I am thrilled to have witnessed this growth and to be part of a generation of Africans breaking boundaries.
FPN: How does your brand engage in sustainable fashion practices and contribute to the future of sustainable fashion?
Sharon: We firmly believe that our three Rs hold the key to eco-friendliness, sustainability, and economic growth:
- REDUCE – We employ eco-friendly fabrics and low-impact dyes in crafting our materials.
- RESTYLE – We offer restyling and repurposing services aimed at reducing waste and encouraging long-term usability.
- REKANATE – While fashion plays a significant role, we are more than just a fashion label. We are a collective committed to inclusivity, equality, collaboration, and transparency.
FPN: For those who may want to wear your pieces, what’s the affordability range of your collections?
Sharon: Affordable Luxury – $$$
FPN: Can you share any valuable advice for aspiring fashion designers or entrepreneurs based on your journey with Rekana?
Sharon: Once you’ve cultivated your unique and authentic design style, it’s essential to master the fundamentals and comprehend the business aspect of the fashion industry, which includes marketing, finance, and supply chain management. If you’re uncertain about where to begin, contemplate pursuing internships or entry-level positions at fashion houses or design studios to gain valuable insights.
Keep yourself updated on industry trends, technology, and potential collaborations. Additionally, prioritize sustainable and ethical practices in your design processes. Building a career or brand in the fashion world can prove to be exceptionally challenging. Remember, it’s okay to take breaks when needed, but never give up. Maintain your persistence and resilience in the face of setbacks, and find enjoyment in the journey of preparation.
FPN: Could you highlight any upcoming projects or collaborations that we can look forward to from Rekana in the near future?
Sharon: We are currently in the ideation phase and have exciting plans to unveil a new collection for our collective. As for the R Collective, we eagerly anticipate collaborating with talented designers from Nigeria to create inspiring collections. Our goal is to bridge the gap between creativity and entrepreneurship by fostering access, community, and partnerships.
